Social Media Marketing and Its Impact on Customer Engagement

Anant Jain

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Social Media Marketing and Its Impact on Customer Engagement

Anant Jain

Subject area: Management and Commerce · Area of research: Digital Marketing

Abstract

This research examines the increasing importance of social media marketing (SMM) and its influence on customer engagement across various digital channels. As internet access and mobile device usage continue to surge, companies are utilizing platforms like Facebook, Instagram, Twitter, and LinkedIn to better connect with their customers. The study assesses how different SMM tactics?such as content generation, influencer collaborations, interactive posts, and real-time interactions with customers?impact consumer engagement indicators, including likes, shares, comments, and intention to purchase.

References

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[2] Agarwal, S., Chomsisengphet, S., Mahoney, N., & Stroebel, J. (2018). Do banks exploit behavioral biases? Evidence from credit card markets. The Quarterly Journal of Economics, 133(1), 139–193.

[3] Bernheim, B. D., Garrett, D. M., & Maki, D. M. (2001). Education and saving: The long-term effects of high school financial curriculum mandates. Journal of Public Economics, 80(3), 435–465.

[4] Brown, M., Stein, J., & Zafar, B. (2021). Minimum payments and debt paydown in consumer credit cards. Federal Reserve Bank of New York Staff Reports.

[5] Campbell, J. Y., Jackson, H. E., Madrian, B. C., & Tufano, P. (2011). Consumer financial protection. Journal of Economic Perspectives, 25(1), 91–114.

How to cite this paper

Anant Jain "Social Media Marketing and Its Impact on Customer Engagement" Iconic Research And Engineering Journals Volume 8 Issue 11 2025 Page 154-162

Anant Jain "Social Media Marketing and Its Impact on Customer Engagement" Iconic Research And Engineering Journals, vol. 8, no. 11, May. 2025

Anant Jain (2025). Social Media Marketing and Its Impact on Customer Engagement. Iconic Research And Engineering Journals, 8(11).

Anant Jain "Social Media Marketing and Its Impact on Customer Engagement" Iconic Research And Engineering Journals, vol. 8, no. 11, May. 2025.

@article{1708263,
      author = {Anant Jain },
      title = {Social Media Marketing and Its Impact on Customer Engagement},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {11},
      pages = {154-162},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1708263.pdf},
      abstract = {This research examines the increasing importance of social media marketing (SMM) and its influence on customer engagement across various digital channels. As internet access and mobile device usage continue to surge, companies are utilizing platforms like Facebook, Instagram, Twitter, and LinkedIn to better connect with their customers. The study assesses how different SMM tactics?such as content generation, influencer collaborations, interactive posts, and real-time interactions with customers?impact consumer engagement indicators, including likes, shares, comments, and intention to purchase.},
      month = {May},
  }